Millennials watch more time-shifted content than live TV

Millennials (ages 18-34) watch more time-shifted content through self-recording or on-demand (55 per cent) than live TV (45 per cent), according to a study from the Consumer Technology Association (CTA). The Exploring Preferences for Personalized Content Consumption Experiences Study also shows that only 35 per cent of those over the age of 35 watch time-shifted content, clearly preferring to watch live TV (66 per cent).

Additionally, CTA’s study found that one in four Americans has learned about new content through predictive recommendations made by the content platform – and even more Millennials (79 per cent) have actually clicked on/watched content recommended. In general, advertisements (70 per cent) and recommendations (67 per cent) are the top sources for learning about new content.

“Millennials clearly lead the pack in consuming streaming content – watching it when and where they want and, often, at the advice of predictive recommendations,” said Steve Koenig, senior director of market research, CTA. “The influence of artificial intelligence, machine learning and widespread connectivity enables rapid discovery of new content and allows every generation to consume it how they want.”

Only 38 per cent of consumers who watch ad-supported content will watch an entire ad without being required ‘all or most of the time’. And when watching an ad is required before their content begins, 57 per cent of consumers say they ignore the ad. For content where ad viewing is not required, 66 per cent will watch only until the “skip” option is available.

Although it’s no surprise that required ads are less preferred, among consumers who watch ad-supported content Millennials are the only age group that indicates a willingness to share personal information – beyond interests and hobbies. Key findings about all ad-supported content viewers’ tolerance for ads include:

67 per cent of all consumers don’t mind sharing their viewing habits with websites/apps they access often

64 per cent of consumers prefer content networks know their viewing habits so networks can show relevant content recommendations

62 per cent of consumers prefer content networks know their preferences so networks can show them relevant ads

“As the ad tolerance portion of the study shows, no matter how strongly content appeals to consumers, there are limits on how far they will go to engage,” said Koenig. “Content platforms and advertisers need to understand viewer preferences by leveraging behavioural data to boost impressions and ad effectiveness.”